AMA Nonprofit Strategy Session
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Transcript of AMA Nonprofit Strategy Session
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AMA NONPROFIT MARKETING CONFERENCEJuly 19-21, 2004
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WHY Innovate?
• Key Trends• Reduced corporate & government support • Aging donor base & need to attract younger
donors• Growth in online transactions (shopping,
giving, advocacy, etc.)• Technologically-savvy baby boomers• Increased marketplace “noise” (email,
websites, etc.)• Growth in consumer empowerment (ability to
punish/reward companies based on their social responsibility)
• Value of innovation in brand development• Urgency & risk of late adoption• Bottom line: Innovate or become extinct
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Those Who Missed the Point
“Nonprofits will never generate enough money with these ‘shop & give’ concepts – we saw that in the tech bust of the late ’90’s” VP Marketing & Development, Anonymous Nonprofit, 2003
“This telephone has too many shortcomings to be seriouslyconsidered as a means of communication. The device isinherently of no value to us.”
Western Union Internal Memo, 1876
“I think there is a world market for maybe five computers.” Thomas Watson, Chairman, IBM, 1943
“There is no reason why anyone would want a computer in their home.” Ken Olsen, Founder Digital Equipment Corp., 1977
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ASSESS Your Situation
Where’s Your Pain?• Shifting donor dynamics• Budget & resource cuts• Outdated technology systems
Know your culture• What are your organization’s
strengths & weaknesses?• Is your organization more like a
chameleon or a dinosaur?
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The Chameleon Mentality:• Adapts to change, early to mid-stage adopters,
encourages/rewards innovation, open to (calculated) risk-taking
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The Dinosaur Mentality:• Slow to adapt, joins reluctantly at end of
product/concept lifecycle, key staff build internal silos, eventually becomes extinct or irrelevant in marketplace
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Where does your organizationfall on the innovation scale?
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EVALUATE Your Options
• What are your options?
• What marketing mix makes sense for your organization?
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The Landscape
Loyalty Marketing: Large and Growing Market
• $236 billion media spending • Ad agencies, consultants and other services $141 billion+• Loyalty and incentive industry estimated to be $85 billion
• Cause Marketing is expected to eclipse $1 billion in 2004
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• The time is right: • Convergence of 3 key trends: changing consumer, technological advances and corporate
philanthropy• NPOs should consider “Cause-Related Loyalty Coalition” as an option in integrated mktg.
plan• Urgency – act now
• Someone is going to own this space – we’re positioned to be leader• 100+ retailers and merchants with brick & mortar on horizon• LOIs with nationally recognized nonprofits and unsolicited enrollments
Cause-Related Loyalty Coalition An Innovative Evolution of Proven Methods
The New Landscape
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Benevolink: How it Works
For consumers…
For nonprofits…
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• Boosts bottom line • Raises brand awareness • Creates infrastructure for partnering • Taps into corporate funding• Efficient, national and localized• Leverages new support from current contributors • Generates interest from new donors• Engages supporters 4 times per year • Limited and targeted engagement of staff & volunteers
Benefits of Partnering with Benevolink
Best of all, it’s absolutely free to your organization and supporters!
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Enrolled, plan summer mailing with back-to-school theme to its parentbase, live demos and parent/consumer enrollment campaign at it’s FallFestival and engagement of volunteer “champions” – all to drive shoppingand giving during Q4 holiday season
Benevolink Example
The Atlanta International School, comprised of 500+ HH’s, seekingalternative fundraising tool that will increase unrestricted giving andengage first-time donors
WHAT:
HOW:
&Atlanta
International School
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ACT Now!
• Innovate or become extinct!
• Must become marketers
• Think in terms of web years vs. calendar years
• To paraphrase Nike, “Just Do Something”
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REPEAT the Process
• Principle of ‘Kaizen’
• Continuous improvement, innovation
• Innovation is an ongoing process
• Size doesn’t matter (really!)
• Attitude vs. size drives action
• Do what works best for your organization & resources available
• Technology coupled with guerrilla tactics create impact
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Questions